Tag Management Systems
Tag Management Systems
A popular way to add features to a website is through a tag management system (TMS).
Tags are pieces of code, often JavaScript, used to collect data and send it to third-party tools for analytics. Instead of manually adding code to each page, a tag management system allows users to deploy tags through a web-based interface. This reduces the reliance on developers, making it easier for marketers and other non-technical users to implement and maintain tracking codes.
Third parties provide tools or services through the tags deployed on a website. These third parties can include analytics providers (such as Google Analytics), advertising platforms (like Google Ads or Facebook Ads), social media integrations, customer relationship management (CRM) tools, and more.
Tag management systems can be useful for website owners but are not without risk, both to security and performance. It is easy to add a tag to your website which allows compromised third-party access. Furthermore, utilising lots of tags can slow your website down.
Google Tag Manager is one example of a Tag Management System.
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